Experience Hub
(WEB DESIGN & UX RESEARCH)
UX Designer
~12 Months
Resarch, wireframing, information architecture, usability testing, accessibility review, web designing
CHALLENGE
The brief was a website. My research exposed a product strategy problem.
Experience Hub (the name of the site) began with an ambition: inspire employees around premium experiences at Scania while also giving them practical resources to contribute to those experiences in their own domain. On paper, that combination looked efficient. But in use, it created a tension between exploration based behavior and task completion behavior.
In essence, there were two needs to be fulfilled but that stood in conflict with each other.
DISCOVERY
My research was used to understand the role Experience Hub should play.
My work combined stakeholder workshops, user interviews, concept testing, navigation analysis, persona work, and information architecture exploration. The objective was not only to validate individual screens, but to uncover which product promise users could actually understand.
[BIG TEXT kanske?]
Main finding - Most users arrive on a site in task mode. Experience Hub needed them to enter exploration mode.
THREE DIRECTIONS
I presented three plausible paths to my team. Only one gave the product a clear identity.
Rather than treating the initial hybrid model as the safest compromise, my research helped evaluate each direction against user expectations, product purpose, and brand impact.
STRATEGIC RECOMMENDATION
My interviews showed that users arriving for resources would be frustrated by inspiration content, while users open to inspiration were distracted by operational material. This led to the product needing to choose a lead job.
The direction shifted from how we could build a inspirational resource portal into how we could create a digital manifestation of the Scania experience. (Illustration på detta)?
DESIGN DIRECTION
Once the product purpose was clear, the design decision became sharper.
The experience was intentionally shaped to invite exploration before task completion. This changed the information architecture, interaction model content hierarchy, and the way supporting resources appeared.
USER CENTRIC APPROACH
My personas guided the direction
Through the conducted research and interviews, I presented personas and jobs-to-be-done to my team which would be what guided us in this new decided direction.
TESTING AND ITERATION
The MVP validated the direction and made the weak points visible.
Usability testing surfaced where users lost confidence, navigation clarity, content discoverability, weak CTAs, visual hierarchy, information scent, and scroll affordances.
OUTCOME
Experience Hub launched as a storytelling platform and internal reference point.
The final product communicated what makes Scania a premium brand, supported internal events and presentation, and created a stronger foundation for future expansion.
REFLECTION
Products often struggle when they try to solve competing problems simultaneously.
The biggest lesson was that clarity of purpose can matter more than feature quantity. Research halped reveal that Experience Hub could not effectively be both a resource platform and an inspirational experience. By clarifying its purpose, the team created a more coherent product and a stronger strategic direction.
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